MUNICH — Chinese tech powerhouse Xiaomi has stepped up its challenge to Samsung, unveiling a new lineup of smartphones and home appliances as part of its global expansion strategy.
At a launch event in Munich on Wednesday, the Beijing-based company introduced the Xiaomi 15T series, comprising the Xiaomi 15T and 15T Pro. Priced at €649 ($766) and €799, the devices continue Xiaomi’s push to deliver flagship-level performance at more accessible price points.
Both models feature a 6.83-inch display, triple-camera system, and long-lasting battery, aiming squarely at Samsung’s mid-range A series and premium S series. By comparison, Samsung’s Galaxy S25 starts at €799 in Germany, while the flagship S25 Ultra retails from €1,249.
“The 15T is basically an affordable flagship with high-end features but priced half a notch down from the top-tier premium devices,” said Bryan Ma, Vice President of Devices Research at IDC.
Xiaomi, now Europe’s third-largest smartphone vendor by market share behind Samsung and Apple, has built its growth on a mix of competitively priced mid-tier and high-end products. Earlier this year, the firm launched its premium Xiaomi 15 series globally and is preparing to debut its next-generation 17 series in China.
Analysts see the 15T as a key part of Xiaomi’s “premiumization” strategy, targeting cost-conscious buyers who still demand advanced specifications. “This is another important step for Xiaomi in capturing the slightly more budget-sensitive, spec-focused buyers that still opt for a high-end device,” said Runar Bjorhovde, analyst at Canalys.
Beyond smartphones, Xiaomi also announced the international rollout of its Mijia-branded home appliances, including refrigerators, washing machines, and air conditioners — a diversification move that mirrors Samsung’s global business model spanning electronics, appliances, and TVs.
“Xiaomi naturally puts the pressure on any competitor in the sectors that it enters given its operating model of aggressively priced yet good quality products,” added IDC’s Ma.
With this latest expansion, Xiaomi is not only intensifying competition in the smartphone market but also positioning itself as a broader consumer electronics player, taking direct aim at Samsung’s dominance across multiple categories.
